The effects of male celebrity voice-over and gender on product brand name recall, comprehension, and purchase intention

Abstract

Effects of familiar male celebrity voice‐over in TV commercials and gender on audience's memory and purchase behavior were tested in a factorial design. An analysis of variance revealed a significant main effect for male celebrity voice‐over on product brand name recall and on brand executional information comprehension, but failed to produce any significant effect on purchase intention. Gender did not produce any main effect. The findings suggest that TV commercials accompanied by male celebrity voice‐overs are effective in facilitating recall and comprehension on executional information associated with the ad.